It appears that the Hearst Corporation isn't the only publishing company kicking the tires on Emap's consumer magazine division. H. Bauer, the U.K. parent of the Bauer Publishing Group, is considering a late-entry bid for Emap's consumer magazine and radio divisions, the Times of London newspaper reported [1] Tuesday. Emap publishes 50 consumer magazines, including FHM, heat and Grazia.

Emap has been on the block since July and is possibly considering a three-way break-up of its media divisions, including its radio and b-to-b magazine groups. Hearst-which had been believed to be the only bidder for the consumer magazine division-recently partnered [1] with British private equity firm Exponent in its bid. Emap has attracted interest from a wide variety of European and American buyers, but the sale faces a nasty credit market.

H. Bauer is the largest privately-owned publisher in Europe. It publishes 120 magazines in 13 countries including Germany, France, Spain, Portugal and the U.K. A Bauer representative did not immediately return a request for comment.